Stone In State Of Grace




Michigan Shop Rebrands Jamaican Foods
DETROIT–Stone & Simons is preparing advertising, set to launch in January, that will introduce Jamaican foods to a much larger audience both in the U.S. and abroad.
The 76-year-old Grace, Kennedy & Co. brand is already extremely popular in the Caribbean and with expatriates, said Douglas Stone, executive vice president, account services, at the Southfield, Mich.-based agency. While the shop has done limited U.S. advertising in a few markets, next year’s efforts are due to be much larger and will focus on introducing Kingston, Jamaica-based Grace’s foods to a general audience, he said.
“There’s a great deal of interest [in the U.S.] in Caribbean culture, food and the whole romance of the Caribbean,” Stone said.
The campaign will include TV, outdoor, radio, Internet, promotions, point-of-sale and direct mail. It will run in the U.S., Canada, the Caribbean, Central and South America, parts of Europe and the Pacific Rim.
The agency worked with a design company to restyle the brand’s labels. One of the TV spots, “Mackerel,” features a jingle touting “The new face of Grace.” Some of the products featured include butter beans, jerk seasoning and coconut soup.
Stone & Simons took on the estimated $2 million account about a year ago from a small Jamaican agency. Stone & Simons handles all aspects of the account with the exception of media buying overseas, where it works with local market buyers.